Tata Tea's latest film part of its 'Jaago Re' campaign urges parents to give sports as much importance as academics. The film has been conceptualised by Mullen Lintas.
The film follows how children are made to sacrifice a future in sports and 'retire' early because of the importance given to academics. The message it delivers at the end is ‘Don’t let your kids retire early from sports. Preact. Pledge to give sports as much importance as academics.’
Sushant Dash, regional president – India, Tata Global Beverages, said, “The latest Jaago Re 2.0 film tackles the root cause of our nation’s under-performance in the field of sports by exposing a glaring flaw in our society’s outlook towards sports. While parents pay close attention to how well their children perform in mathematics or science, not many know whether their child can comfortably run a 400-metre race. Through this film, we hope to spark a change in our nation’s mindset towards sports education and establish the need to give sports as much importance as academics. By making sports a compulsory subject in schools, we aim to create an environment that will also produce more sporting talent that can go on to represent our country in future local and international sporting events.”
Shriram Iyer, president and NCD, Mullen Lintas, said, "Academics edges out sports and as a child reaches pivotal academic years like class 10, sports totally disappears. A consequence of the pressures that an academic system and the society put on children, education is of paramount importance. More importantly, we believe, sports is education too. This led us to put out a campaign that points at the idea that most 14-year olds who were inclined towards sport tend to prematurely retire from it. We are hoping that a campaign that presents sports drop outs as RETIRED will help up the ante on the importance of sports within the academic system. This message dovetails into the larger petition that the brand Tata Tea is spearheading currently. May sports win. May champions be born.”
The digital film was published on 28 August 2017.
Client: Tata Global Beverages
Creative agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Sangeetha Sampath, Vaishali Jain
Account management: Kishore Subramanian, Lopamudra Bhattacharya, Anahita Brar, Stacia Tholar
Planning: Ekta Relan, Sushma R Rao
Production house: Red Carpet Moving Pictures
Director: Altamash Jaleel
Producers: Sanjay Bhutiani, Sajida Sharma
Film department: Satyajit Ganu